“It’s evident from LCM 18 that social media has become a pivotal platform for SMBs. Social media is not only number one in terms of utilization by SMBs, it is also number one in share of SMB media spending.”

The BIA/Kelsey blog post goes on to explain that even though the paid ad format for Facebook may not prove cost-effective for some SMBs, it appears to be working for others, and the company’s ad revenues are up nearly 67 percent.

BIA/Kelsey’s LCM study involves ongoing research into the advertising and marketing usage of SMBs. The media usage surveyed includes the following categories:

Online, including display ads and blogs

Traditional, including newspaper ads and direct mail pieces

Mobile, including SMS and search ads

Local coupons, including both online and print

Social media, including Facebook and Twitter

Videos, including YouTube and website videos

Local directories, both online and in print

Broadcast

Local giveaway items

Community Sponsorships

The survey has been performed in “waves,” and this segment included several new additions to the list: Pinterest, Instagram, streaming audio and promoted Tweets. According to TV Technology, other new questions included coverage of “social engagement, click fraud, agency relationships, use of mobile devices in-store, customer incentives and use of transaction data.”

Kim Mays has been editing and writing about IT since 1999. She currently tackles the topics of small to midsize business technology and introducing new tools for IT. Follow Kim on Google+ at google.com/+KimberlyMays6 or Twitter @blumoonky.